Port St Lucie's Rave theater getting new look thanks to new owner

PORT ST. LUCIE — The Rave theater in Port. St. Lucie will be getting a new look soon following its purchase by Carmike Cinemas in September.

Carmike, the nation's fourth-largest cinema chain behind AMC, Regal and Cinemark, respectively, recently bought about 16 Rave theaters and is working on slowly replacing marquis to reflect the new brand name, said Terrell Mayton, director of marketing at Carmike. The complexes cost $19 million in cash and $100.4 million of assumed lease obligations, according to a release last year.

"When you do 16 or 17 of these, that is a lot and they all are somewhat alike but a bit different, so each location has to be surveyed and assessed and the permitting process takes time," Mayton said.

Mayton said Carmike has hired employees from Rave, and offers benefits with a 401(k) package after they have been with the company "a certain amount of time."

The company has cinemas in 35 states, and is growing with new facilities to open soon in Alabama, Illinois, North Carolina, Virginia, Texas and Florida.

Carmike also has aggressive pricing structures designed to attract movie enthusiasts, he said.

"We look at the market and community and adjust the prices accordingly," Mayton said. "We don't come in and make a set adjustment across the board; our prices change over time. They are based on the market."

The economy has actually helped Carmike attendance, Mayton said.

"If you look at history, during the Great Depression, people loved to get out of their homes and go to movie theaters," he said.

Special offers at the Carmike Port St. Lucie 14 Theater, 1400 N.W. Courtyard, that go into effect Jan. 29 include Stimulus Tuesday when ticket prices drop from $9.75 for adults to $7.75 — and $1.50 for popcorn or a drink.

Matinee prices are $5.50.

Normal prices for seniors over 65 and children 11 and under are $7.50.

Mayton said patrons who join the Carmike Rewards program get a weekly email with showtimes and special offers, and can keep track of a point-reward system that eventually allows them to earn free tickets, drinks and concessions. There even is an app that allows people to track Carmike on their cellphones.